Location-based ads are being taken to the next level by Microsoft. In an effort to continue to solidify its reinvention as well as merchant presence, the electronics and software company is reaching out directly to its consumers. It is working with NinthDecimal to introduce these location-based ads. Although it first focused on holiday-specific marketing, it is easy to see how this tactic can be expanded to target even more events and interests.
Instead of focusing on Beacon technology on a retail basis, Microsoft is setting itself apart from other businesses and stores. Of course, the use of location-based ads may simply be a stepping stone for other similar implementations. After all, the location-based ads are promoting products and services within the store itself.